capable people blog

The customer experience

I’ve lost count of the number of times one of my training students has commented that I clearly enjoy my job, and I always give the same answer. I tell them that when you’re training you’re working with people who need to believe that you care about helping them. So you’ve either got to care, or be very good at pretending that you care. Fortunately for me I don’t have to pretend

The problem is that if it appears you don’t care, even if you’re good at what you do, people will assume they are getting a third rate service and conclude they should have gone somewhere else. The customer’s perception of the quality of the service relies almost as much on confidence as it does on your technical ability. If your customer loses confidence in you they’ll start second guessing everything you do, and first chance they get they’ll go off in search of someone else who can instil confidence. Someone who appears to care

Today I was rummaging around YouTube, trying to find a video clip that encapsulated this principle. After trawling through an apparently endless collection of patronising drivel (most of them hotel-based) I eventually found this one. Quite simply it is excellent. So good in fact I don’t think I need to hammer home its message in any narrative. A picture paints a thousand words, so they say. This one may paint even more

One thing I will say is “give it time”. It is slow to build, but it is well worth the wait. It is a very, very good piece of work

Check it out and feel free to tell me what you think by leaving a comment

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16 Responses to “The customer experience”


  1. sayeed cassim says:

    dear shaun very touching and really very nice. rgds sayeed


  2. amybeth says:

    As someone who recruits for a company that has a very large US retail force, I was delighted to read this post and watch the video. Customer service is SO important and I am so sad to see so many retail associates simply not care about their jobs. Thank you for posting this!


  3. This was fantastic. It personalizes the single most important thing that we can all do or not do in sales. It is also a great example of how we can and will always find the most joy in doing good things for others. It is when we allow ourselves to see this that we not only prosper, but maintain our sometimes crumbling sanity. Two thumbs up on this long but wonderful add. I feel better having seen this. Cheers, Tim


  4. Great!!


  5. shaun says:

    Thanks to everyone who has visited the blog enjoyed this post and especially Tim, Lawrence, Amybeth and Sayeem for commenting. Thanks too Amybeth for following me on Twitter This one really has struck a cord


  6. That was an excellent video Shaun... :?) It shows the difference between going through the motions of your work and putting the effort into your career. It goes to show that customer satisfaction isn't necessarily enough and what we must strive for Customer Delight! Cheers, Tom Napier www.PSIengineering.com (developers of document and fulfillment automation systems for SCM/N)


  7. shaun says:

    When I posted a link to this on LinkedIn, in amongst all the positives, there was a remark that it took too long to make a point and that the message was limited to the last 90 seconds. Whilst I think that the clip does make a number of points in the last 90 seconds, to take the view that the preceding 5 minutes don't make a worthwhile point itself misses a very important message that the clip makes very well (to me anyway). That point is that the actual point of customer contact (in this case inside the shop) may be very fleeting and forgettable for the server, but it may have a much broader meaning for the customer and their life choices


  8. selcuk aytimur says:

    The message comes at the last, but comes so strong..Without the preceding minutes, the message would not be so strong (It is the same when we try to deliver an important message during the training sessions..) The clip attempts to open all the possible communication channels we have before delivering what it aims... Customer satisfaction...empathy I believe is very important. It helps one to understand how he/she and whatewer delivered are really is percieved by the other party; and this is an important factor on the quality level of the service delivered. I am known as a person who really enjoy his job (this is not a job actually for me, it is me!...) but when I indulge to much to what I do, then come complaints. People whom we serve we must never forget about. Without them, we do not exist whether we enjoy what we do or not...


  9. Shaun. Thanks for posting the link on LinkedIn. Like you I thought it was a great video with lots of 'quality' messages we can all relate to. Note to self - need to understand the dreams and 'sell' a route to achieving them.


  10. Shaun says:

    Thanks Paul. It does what it does really well Selcuk. I think you have understood the range of leaning points that are demonstrated here. It is not just a case of "don't do it that way, do it this way instead" it applies an important context to it. That is, for the server the exchange is next to nothing. After 5 minutes it is forgotten, but for the customer it can make or ruin their entire day


  11. Fantastic video. Confirms for me that even outside of customer service and the relationship with customers, we all spend a great deal of time working and interacting with others, and need to find ways to enjoy it and make it worthwhile and 'mutually' rewarding and that will have a positive effect on all those relationships (customers, coworkers, suppliers etc). Didn't the travel agent rep seem happier when she was engaged with the customer and getting the most out of her job? Many thanks for posting !


  12. Shaun says:

    Thanks for the comment Lindsay - and for the rec on LinkedIn


  13. Wow, great example of creating customer experience using the correct touch and behaviour. This situation happens every day in every company. Each employee needs some reflection to realise the impact of it's behaviour. Great post, love it! Ronald Ripples Business Development


  14. This video truly shows what it's like to step into someone else's shoes! I completely agree that you absolutely MUST show an interest in your customer's situation. When you genuinely listen and empathize with what your customer has to say, more often than not you won't even have to pretend, the caring just comes easily. - Jackie Belding Skills Training & Development


  15. Shaun, Picked this up via the discussion on LinkedIn about Customer Focus. I don't think that the last 90 seconds would work without the preceeding 5 minutes. I may be tempted to call into a Thomson shop now. Good music too!


  16. Ana Inacio says:

    Hi Shaun! Great video. The ideas are all there and the emotional way they are transmited only reinforces the message. It keeps the video in your mind. Of course, we all know the customer service good practices, but putting it at a mote personnal level takes you into the action instead of just "telling" you useful information. Loved it!

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